This document is a project report on digital marketing and marketing strategies for an internship at JMarathon, a company that offers online trading courses. The internship involved designing social media marketing campaigns on platforms like YouTube, Facebook and WhatsApp to promote JMarathon's trading courses. It also included educating customers about investment decisions and financial products. The report discusses JMarathon's products, marketing strategies used like content marketing and referral programs, and analyzes the industry using PESTEL and Porter's Five Forces frameworks.

1. S.P. MANDALI’S
PRIN L.N. WELINGKAR INSTITUTE OF MANAGEMENT AND RESEARCH
SUMMER INTERNSHIP PROJECT REPORT
ON
DIGITAL MARKETING AND MARKETING STRATEGIES
BY
PUSHKAL RAJ
PGDM EBIZ-2 2018-20
TRIMESTER IV
SPECIALISATION: MARKETING
ROLL NO-88
1

2. Certificate
2

3. NO PLAGIARISM DECLARATION BY THE STUDENT
I, the undersigned, hereby declare that the project titled PRE DATA ANALYSIS OF CHATBOT
IMPLEMENTATION IN CUSTOMER SUPPORT DEPARTMENT OF BIGBASKET
(a) has been prepared by me towards the partial fulfilment for the award of Post Graduation Diploma
in Management – PGDM under the guidance of Prof. Jyoti Joshi Pant, S. P. Mandali’s Prin. L. N.
Welingkar Institute of Management Development and Research, Bengaluru.
(b) This work is original and has not been submitted for any degree/diploma in this or any other
Institute/Organization.
(c) The information furnished in this dissertation is genuine and original to the best of my knowledge
and belief.
(d) I have not indulged in plagiarism. The project report has been checked for plagiarism and output
report has been attached.
____________________________ _____________________________
Student Name Signature
Place: Date:
3

4. Acknowledgement
This is to express my earnest gratitude at being bestowed with an opportunity to do an
interesting and Informative project. We avail this opportunity to express our profound
gratitude and indebtedness to our
Project guide Prof. Jyoti Joshi Pant for her immense support and co-operation. He has
proved to be a constant source of inspiration to me and provided constructive comments to
make this project a success. I would also like to thank all those who helped us directly or
indirectly in making this project a success.
________________________
Pushkal Raj Prof. Jyoti Joshi Pant
2018-20
Ebiz-88
4

5. EXECUTIVE SUMMARY
This project is about ideating and executing digital marketing campaigns aimed at generating
subscriptions
The role played by me in the internship was to design marketing strategies and digital
marketing.
My task was divided into three main categories,
1. Social media marketing (YouTube, Facebook, Instagram, WhatsApp and Facebook
messenger).
2. Learning the importance of relationship between traders, market makers and clients.
3. Educate and advice individuals on investment decisions, sale of financial product,
follow ups and to close the deal.
 Social media marketing project manly focused on spreading awareness about the
financial product of the company which in this case is a video based learning course
on Indian stock market and Forex market. This product covers the basics of Trading.
It has the technical analysis and fundamental analysis about trading.
 Marketing strategy project mainly aimed at finding new channels to advertise the
company and acquiring new customers to achieve the organisational goals.
 In this internship I learned to interact with so many people from various countries,
diversities and languages. It was a challenge in the beginning but in a span of two
months I learned how to work and function in a start-up and got introduced to the
world of trading
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6. Table of Contents
Chapter 1...............................................................................................................................................2
INTRODUCTION.....................................................................................................................................2
INDIAN STOCK MARKET:....................................................................................................................2
1.1.1 National Stock Exchange (NSE):................................................................................................2
1.1.2 Bombay Stock Exchange (BSE):.................................................................................................2
1.1 FINANCIAL PLANNING:.................................................................................................................2
Chapter 2...............................................................................................................................................2
INDUSTRY & COMPANY ANALYSIS..........................................................................................................2
About the Company: JMarathon........................................................................................................2
2.2 Vision...........................................................................................................................................2
2.3 Motto...........................................................................................................................................2
2.4 Quality assurance policy..............................................................................................................2
2.5 Products offered by JMarathon...................................................................................................2
2.6 Our Promise:................................................................................................................................2
Innovation:........................................................................................................................................2
Speed:................................................................................................................................................2
Customer Experience:........................................................................................................................2
2.7 PESTEL ANALYSIS..........................................................................................................................2
POLITICAL FACTORS:..........................................................................................................................2
ECONOMIC FACTORS.........................................................................................................................2
SOCIO-CULTURAL FACTORS:...............................................................................................................2
TECHNOLOGICAL FACTORS:...............................................................................................................2
LEGAL FACTORS:................................................................................................................................2
ENVIRONMENTAL FACTORS:..............................................................................................................2
Chapter 3...............................................................................................................................................2
MARKETING STRATEGIES...................................................................................................................2
3.1 Types of Marketing Strategies:.....................................................................................................2
3.1.1 Relationship marketing........................................................................................................2
3.1.2 Online marketing:.................................................................................................................2
3.1.4 Viral marketing:.....................................................................................................................2
3.1.5 Content marketing:...............................................................................................................2
3.1.6 Social-media marketing:.......................................................................................................2
3.1.7 Referral Programs:................................................................................................................2
3.1.8 Contest Marketing:...............................................................................................................2
3.2.1 Customer Outreach:............................................................................................................2
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7. 3.2.2 Self Service and Digitization................................................................................................2
3.2.3 Digital Storytelling:..............................................................................................................2
Chapter 4...............................................................................................................................................2
Marketing Mix.......................................................................................................................................2
4.1 PRODUCT (SERVICES)................................................................................................................2
4.2 PRICE............................................................................................................................................2
4.3 PLACE...........................................................................................................................................2
4.4 PROMOTION................................................................................................................................2
4.6 People..........................................................................................................................................2
4.7 Process.........................................................................................................................................2
Chapter 5...............................................................................................................................................2
PORTER’S FIVE FORCES..........................................................................................................................2
5.1 THREAT OF NEW ENTRANTS:.......................................................................................................2
5.2 BARGAINING POWER OF SUPPLIERS:...........................................................................................2
5.3 THREAT OF SUBSTITUTES.............................................................................................................2
5.4 BARGAINING POWER OFBUYERS:................................................................................................2
5.5 RIVALRY AMONG EXISTING COMPETITORS..................................................................................2
Chapter 6...............................................................................................................................................2
Learnings...............................................................................................................................................2
Chapter 7...............................................................................................................................................2
Conclusion and Recommendations........................................................................................................2
Table of Figures
Figure 1:Market Strategy.......................................................................................................................2
Figure 2:Relationship Marketing...........................................................................................................2
Figure 3:Online Marketing....................................................................................................................2
Figure 4:Word of mouth marketing ......................................................................................................2
Figure 6: Viral marketing.......................................................................................................................2
Figure 7:Content marketing...................................................................................................................2
Figure 8:Social media marketing...........................................................................................................2
Figure 9: Marketing mix.......................................................................................................................2
Figure 10: Porter's Five Force Model...................................................................................................2
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8. Chapter 1
INTRODUCTION
INDIAN STOCK MARKET
Indian stock markets are among Asia's oldest. Its history dates back almost 200 years ago.
India's earliest record of safety transactions is meagre and obscure.
The East India Company was the dominant organization in those days and company was
transacted towards the end of the eighteenth century in its credit securities. In Bombay,
company on corporate inventory and shares in Bank and Cotton presses occurred by the
1830s. Although the trading list was wider in 1839, banks and merchants acknowledged
only half a dozen brokers in 1840 and 1850. The 19850s saw a fast growth in commercial
enterprise and brokerage attracted many people to the sector and by 1860 the amount of
brokers increased to 60. The American Civil War broke out in 1860-61 and the United States
cotton supply horn to Europe was halted; thus, India's ' Share Mania ' started. The amount
of brokers has risen to between 200 and 250.
The brokers who thrived out of Civil War in 1874 found a location in a road at the end of the
American Civil War (now properly called Dalal Street) where they would conveniently
assemble and transact company. In 1887, the "Native Share and Stock Brokers ' Association"
officially created in Bombay, which is alternately known as the "Stock Exchange.".
The 1956 Indian Securities Contract (Regulation) Act describes Stock Exchange as: "An
association, organisation or entity of persons, whether incorporated or not, formed for
the purpose of helping, regulating and controlling Business in the purchase, sale and
sale of securities."
The Indian stock market has been assigned an important place in financing the Indian
Corporate sector. The principal functions of the stock markets are:
 Enabling mobilizing resources for investment directly from the investors
 Providing liquidity for the investors and monitoring.
 Disciplining company management.
8

9.  The two major stock exchanges in India are: -
 National Stock Exchange (NSE)
 Bombay Stock Exchange (BSE).
1.1.1 National Stock Exchange (NSE)
NSE stands for the exchange of national stocks. It is India's leading stock exchange, situated
in Mumbai, Maharashtra. NSE provides equity, equity derivatives, debt and currency
derivatives trading, clearing and settlement services. It is acknowledged under the
"Securities Regulation Act, 1956" by the Indian government.
Chairman- Ashok Chawla.
MD & CEO -Vikram Limaye.
1.1.2 Bombay Stock Exchange (BSE)
BSE is a shift in the Bombay Stock FJ. It is an Indian stock exchange, claiming to be the
fastest stock exchange market, situated in Dalal Street, Mumbai, Maharashtra. It is Asia's
oldest stock market. It is acknowledged under the "Securities Regulation Act, 1956" by the
Indian government
Founder -Premchand Roychand
Chairman -Shri Sethuram Ravi.
MD & CEO -Ashish Kumar Chauhan.
As last recorded BSE has 4700 firms listed whereas NSE has 1200 thus listed. Out of 4700
firms listed in BSE only 500 firms contribute more than 90% of its market capitalization. All
the significant firms that are operating in India are listed in either of the stock exchange. NSE
has a supreme and commanding share in spot. Trading with about 70% of the market share
and also a monopoly in the derivatives trading .Both exchanges compete for the order flow
that lead store reduced cost.
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10. 1.1 FINANCIAL PLANNING
Financial planning is the method of achieving the Life objectives of an individual by
managing one's finances properly. It is a method of quantifying an individual dream and
assigning a particular period of time to guarantee that it is correctly accomplished. Wealth
leadership means taking care of rich customers ' demands. Their families and their businesses
are component of a long-term, consultative relationship. While this sounds like Financial
Planning (FP), it varies in the sense that Financial Planning is for one and all while Wealth
Management (WM) is only for a select few. WM has more to do with the management of
plenty, while FP aims at getting the most out of limited resources.
The various types of financial services provided by financial planners are as
follows:
a) Investment Planning
b) Retirement Flaming
c) Insurance Planning
d) Children's Future Planning
e) Tax planning
f) Short term Cash Flow Flaming
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11. Chapter 2
INDUSTRY & COMPANY ANALYSIS
About the Company: JMarathon
In an age of constantly evolving and volatile financial markets, investors need skilled /
trained and an unbiased professional to help them achieve their investment objectives in the
brief and long term.
As an Investor Centric Company, their ultimate goal is to help customers with commitment
and integrity in order to exceed their expectations.
They have over a year of Financial Service Sectors experience. The company provides
technology-based services: customers to monitor their portfolio efficiently and assist them
achieve their economic objectives. They concentrate on being the fastest and most reliable
financial service provider. Marathon strives to be one-stop financial boutique solutions and
provide enormous assistance to investors, learners, and support in stock markets, consulting
services, intensive training, investment planning, wealth creation, and insurance.
2.2 Vision
To be the most trusted and respected professional services company acknowledged by our
customers providing outstanding services that are value for cash and more than their
expectations.
2.3 Motto
Develop significant and long-term customer relationships by offering them with the greatest
quality of services and addressing all aspects of their economic problems.
11

12. 2.4 Quality assurance policy
 Integrity
 Pursuit of excellence
 Accountability, Collaboration &Passion
2.5 Products offered by JMarathon
Marathon Advisory services offered many services in terms of investment activities and
training and education programs to enhance the skills of students in both Indian stock market
and forex.
a) Equity
b) Derivatives
c) Commodities
d) Currency trading Services like
e) Portfolio Management
f) Demat Accounts
g) Depository Services
h) Intraday trading calls
i) Investment advisory
j) NR1 services
2.6 Our Promise
Innovation
JMarathon Advisory Services is known for its innovation in all fields. It helps to provide our
customers with the most advanced, convenient and efficient technology, process, thinking or
device service.
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13. Speed
JMarathon Advisory Services has software for lightning velocity trading. The services of
JMarathon Consulting are recognized to be the industry's fastest. It is our customer's finest
and smoother investment experience.
Customer Experience
Our client can reach us via telephone, chat or social media. They do their utmost to increase
the index of customer satisfaction. Therefore, Broking JMarathon Advisory Services reaches
the heights they understand to maintain customers happy.
13

14. 2.7 PESTELANALYSIS
Political factors
The financial services sector looks more powerful and growing but it is controlled by SEBI
laws. These laws affect the benchmark indexes. This sector is also susceptible to political
influence.
Economic factors
It goes hand in hand with the financial services industry and the economy. If the country's
economy is great, the economic industry will surpass itself, helping this industry to develop at
a much greater pace.
Socio-cultural factors
The disposable income of the middle-class people has increased and they now tend to invest
money in stock markets in order to earn more profit.
Technological factors
Technology had made a change around in this sector. Earlier people used to trade in
physically and shares were issued in physical form but now everything is in dematerialized
form. Every financial sector has their own trading platform and software applications.
Legal factors
The financial services industry follows strict guidelines regarding privacy of the clients
trades taken by them. The registration of the financial services firm has also been made easy.
Environmental factors
Natural calamities affect the economy of the country and in tum affect the stock market and
the price of the currency. Paper saving is beneficial for the Environment.
14

15. Chapter 3
MARKETING STRATEGIES
Figure 1:Market StrategyFigure 1
A marketing strategy is a type of plan consisting of all objectives and plans related to
marketing. It is a method that seeks to bring value to all of the company's stakeholders
including clients, shareholders and vendors. A marketing strategy aims at increasing the
customer’s interest of the company’s offering sand encouraging them to choose their
company instead of their competitors. Another goal of marketing strategy is to improve the
customer satisfaction and therefore increase the customer loyalty. Another overall objective is
to enhance customer satisfaction and thus boost customer loyalty. A marketing strategy
should bring value to clients not only by becoming more faithful to the business, but also by
spreading favourable messages about the business. By choosing the target clients according to
a good marketing strategy, these objectives can be achieved while remaining lucrative.
The marketing strategy in forms the marketing plan, which is a document that lays out the
types and timing of marketing activities. The marketing strategy shapes the marketing plan, a
15

16. document outlining the kinds and timing of marketing operations. The marketing approach of
a company should last longer than any single marketing plan, as the approach is where the
value proposition and the corporate brand's main elements reside.
3.1 Types of Marketing Strategies
There are several distinct kinds of marketing strategies, and each company's most appropriate
one depends on the target clients, the size of the firm and the type of business. Some of the
most popular advertising types are provided in this section.
3.1.1 Relationship marketing
Figure 2:Relationship Marketing
Marketing relationship implies increasing revenues by creating long-term customer
relationships. Good client relationships increase the likelihood of clients being faithful to the
brand represented by the business, increasing the quantity of potential purchases.
16

17. 3.1.2 Online marketing
Figure 3:Online Marketing
Online marketing is any kind of internet marketing activity that aims to boost the revenues of
the company. Originally online marketing included putting advertisements on the internet or
establishing websites to transmit the company's message. The advantages of products or
services, and potentially the sale of products or services, but as the significance of the
Internet becomes more significant, fresh forms of online marketing are emerging. These
include email marketing, marketing of search engines, blog marketing, internet media and
social networking. Email marketing implies communicating to clients via email the values of
a product or service. The marketing of search engines seeks to promote the website of the
company by enhancing its place in search engine outcomes or by paying for pay per click
advertisements or paying for listings of inclusion. In the form of advertisements, blog
marketing uses a blog released by the business or by someone else.
17

18. 3.1.3 Word-of mouth marketing
Figure 4: Word-Of-Mouth marketing
Word of mouth marketing is generally a consequence of customer satisfaction. It implies that
the client sends orally favourable messages about the business or its products or services to
others after having it to be satisfactory. It can be viewed as one of the most significant words
of mouth marketing. Marketing methods because customers typically trust their friends ' and
family's views and are therefore more likely to purchase the company's products or services
on their recommendation than any other form of marketing.
Articles, or business reviews and goods or services of the business. Online press releases are
company-related stories published online. Marketing on social networks is performed through
the use of social networks such as Facebook Twitter Instagram YouTube and Snapchat.
18

19. 3.1.4 Viral marketing
Figure 5: Viral marketing
Viral marketing is a form of online marketing that is rapidly spreading and increasing the
company's word of mouth. Viral marketing nowadays is most common on social media and
begins with someone sharing a tale, an advertisement or some other company-related content.
It becomes viral and raises brand awareness as more and more individuals share it in a brief
span of time. Viral marketing can be deliberate or occur unexpectedly. Viral marketing is
aimed at gaining low-cost advertising, rapidly increasing sales, increasing brand confidence
and giving a favourable brand image.
19

20. 3.1.5 Content marketing
Figure 6:Content marketing
Content advertising gives content value to clients. Content marketing uses precious,
meaningful and coherent content supplied on various channels, such as the company's
websites, social media, books, blogs or presentations, in order to increase the company's
understanding of its products or services and attract clients. For example, the content can be
information, videos, podcasts or books. Successful content marketing provides the consumer
first something worthwhile, after which the consumer wishes to become the company's client.
20

21. 3.1.6 Social-media marketing
Figure 7:Social media marketing
On social media platforms, social media marketing takes place. Social media channels,
techniques, and software are used for product development, product creation and delivery,
client relationship building and improvement, and brand awareness building. As social media
use rises, social media marketing is becoming more essential. As social media use rises,
social media marketing is becoming more essential. One of social media marketing's primary
benefits is that customers are readily reached regardless of their place. It also provides
customers the chance to engage and communicate their requirements more obviously.
Facebook, WhatsApp, Facebook Messenger, WeChat, Instagram, Ozone, Weibo, Twitter and
Pinterest are the most widely used social media platforms in 2017. The list goes as follows:
1. YouTube
2. Facebook
21

22. 3. WhatsApp& Facebook Messenger
4. Instagram
5. Twitter
6. Snap chat
Live videos are currently the biggest trend on social media, whereas the combination of
games and social media is also becoming more popular.
22

23. 3.1.7 Referral Programs
This sort of marketing strategy is based on bringing in fresh clients from your current clients.
You give a discount or some other incentive to refer paying clients to your company to your
clients. It is extremely efficient in the retail room, but for online courses it can work just as
well.
(Here I worked on this referral program where I used to give a discount code to the
customers who were interested in buying the online course. My referral code was
“PUSHKALHYD01”)
You can set up a referral program manually, but there are also several choices for referral
software. Either way, you go, make sure you have a way to check purchases before giving
referral benefits to your clients..
3.1.8 Contest Marketing
A nice competition is loved by everyone. This sort of marketing operates particularly well on
social media platforms such as Instagram and Facebook, but on your Kajabi blog or other
internet properties you are also running competitions.
Contests assist drive your website's traffic and help optimize conversion rates. For example,
you can give away a free course or some other digital product. The contest may be anything
you think of, but make sure that it is related to your cone audience and digital products.
23

24. As JMarathon is a financial services company, effective marketing strategies can
include:
3.2.1 Customer Outreach
Customer outreach for financial services organisations is one of the oldest and easiest
marketing strategies. Customer outreach is merely the notion of reaching out to clients to
meet current educational, knowledge and assistance requirements.
3.2.2 Self Service and Digitization
Looking at marketing: it digitizes everything that happens in marketing. Establishing and
encouraging digitized goods and client service or experience portals that allow clients to
subscribe to internet services, alter online goods and services, and view their data without
entering a branch is an efficient and progressively essential trend for economic organisations.
3.2.3 Digital Storytelling
Storytelling remains one of the most efficient marketing media in the true globe, whether
on social media, video, advertisements, or cross-channel platforms. Marketing approach
should include telling a tale that captures interest and evokes emotion, excites and moves the
listener Here, goal is to create relatable and share able content which can educate, entertain,
or help in someway and hopefully manage all three at once. Digital media opens up a broad
spectrum of marketing tactics and strategies that we can take. We shouldn't just concentrate
on one, however, or attempt to integrate it all. Rather, generate a single, wider approach for
economic marketing so that each component adds and builds on the remainder., adding value
to the organisation.
The power of storytelling can't be discounted. A tale has a start, a middle, and an end. There
are conflicting characters and points.
24

25. Chapter 4
Marketing Mix
Figure 8: Marketing mix
4.1 Product
 The product is the major element of the marketing mix. The marketing strategy
therefore needs to be developed around goods and/or services. In order for a product
(or service) to succeed, the merits provided to the buyer / investor must be
emphasized.
25

26.  The understanding of quality and added value in tangible goods is much simpler to
see through the senses. However, several issues occur in services. The value can
not be seen, smelled or felt, so evaluating it can be hard for a client. The client must
trust that business and the individual who sells the service when purchasing a
product / service.
 • JMarathon offers financial services such as internet classes that facilitate
economic understanding for tiny companies as well as some companies and
customers. These are covered by the product strategy for the marketing mix.
The JMarathon brand companies: Markets & Investor Services, Wealth,
Management & Brokerage.
 JMarathon provides these services to investors, economic institutions and
companies. The bank offers services such as corporate structure and policy advice
on the capital market. It enables businesses raise capital in debt and equity markets.
4.2 Price
 The price paid by the investor for services supplied by Financial Investment
Services Companies is another component of the marketing mix.
 Price is the only marketing mix component that produces the company's income.
It is reflected most of the time in the amount of money charged per trade, but not
exclusively.
 • JMarathon offers various types of facilities for which distinct prices are charged.
It follows pricing that is competitive. The business charges a proportion of
brokerage on the different services it offers, making bigger earnings for big
business. This includes pricing strategy for the marketing mix.
26

27. 4.3 Place
 JMarathon has a number of service channels serving its customers and companies.
It has other channels like online banking and mobile banking. Customers can
generate their accounts in internet mode where they can access all of their course
videos and other data. Telephone customers can also access these facilities online
and by telephone..
4.4 Promotion
 The economic industry has only become worldwide competitive in the last 20
years, when the liberalization of financial services and mergers and acquisitions has
increased competition in the banking sector, stock exchange investment, loans and
insurance.
 Under Regulation 32 of 2006 of the ASF, the investment firm must comply with all
rules on the promotion.
 Applicable promotion techniques used by Financial Investment Service Companies
(whether they refer to their goods and services or intermediaries) may be
categorized as online promotion techniques (internet) and offline (traditional)
promotion methods.
 JMarathon's main marketing is performed through customer relationship. The
business is trying to take care of all the client's economic requirements. The
business also has referral programs in which customers receive referrals. JMarathon
uses social media to promote it. Online advertisements are used and the business
site also acts as a promotional channel advertising multiple services. There is also a
Facebook page for the business.
 Since this is a service marketing brand,here are the other three P’s to make it the
7Ps marketing mix of JMarathon.
4.5 Physical Evidence
 It is the only concrete component, being the fourth component (in the economic
marketing mix) of physical evidence. All forms of intermediation are based on a
agreement signed by both sides (client and Financial Investment Services Companies
27

28. through their agents, brokers on the other hand). Also serves as physical evidence is
the business website that offers access to the multiple services provided. JMarathon
has a local presence and attempts to make customer services available.
4.6 People
 Human capital is the principal asset for any investment company, being a resource
that can be utilized. In the battle with the contest, creativity, ahead of other facials
can distinguish societies. In reality, as the investor interacts with society, employees
is one of the few concrete variables.
 JMarathon is a financial corporation with qualified and qualified staff. Company
recognizes the significance of customer satisfaction and strives to enhance
continually. In terms of cyber safety and fraud detection, the firm has taken many
steps to guarantee protection of its clients. They also produced their services
friendly to the client.
4.7 Process
 The method is component of the marketing mix that guarantees service availability
and quality to balance supply and demand services.
 The following conditions must be met for an efficient method by Financial
Investment Services Companies: to react effectively to internet trading issues (false
platforms, support services) ; rapid execution of cash transfer orders, effective
operation of the transfer of stocks, effective operation of the placement of orders in
the trading scheme and contracts with banks providing economic advantages to
Financial Investment Services Companies ' clients.
28

29.  JMarathon utilizes digital channels to facilitate the different procedures leading to
customer satisfaction and higher effectiveness. The digital channels provide a fresh
learning platform to deliver creative and customized services. The operating model
focuses on process automation and standardization, which is why it summarizes
JMarathon's marketing mix.
29

30. Chapter 5
PORTER’S FIVE FORCES
Figure 9: Porter's Five Force Model
Porter’s five forces is a tool used for analysing competition in the market, which is one of the
biggest challenges in the market. This tool was developed in 1979 by Michael Porter.
The components can be seen in the figure in the five forces of Potter. The competitive rivalry
shows the competition's intensity. This is described by the amount of direct competitors, the
similarity of the rivals ' products and the amount of complexity of replacement. The provider
power shows how much authority the providers have to negotiate over the prices linked to the
amount of providers available.
30

31. The customer power, on the other side, shows the negotiating capacity of customers based on
how many customers are prepared to purchase the products or services of the company and
how many businesses customers have to choose from. The risk of fresh entrants shows the
trouble of fresh companies entering the market, and it is simple for customers to replace the
offers of the company with those of a rival.
5.1 Threat of new entrants
The risk of fresh entrants is comparatively low as a major force within the sector. The main
barriers for prospective fresh entrants are the huge amount of capital needed, the length of
time needed to create a substantial brand identity and the countless and complicated public
laws applicable to business operations. Although the JMarathon group enjoys a good market
position and its market position can not be hampered. But some businesses like Karvy are
likely to compete. These can bring time-consuming development into place.
5.2 Bargaining power of suppliers
The two main suppliers for a bank are the employees, who supply the resource of labour
JMarathon’s approach to dealing with this market force is, again to work diligently to attract
new clients and to increase the extent to which they can access services. With regard to labor
suppliers negotiating power, individual distributors have little bargaining power other than
large executive staff. By providing an appealing wage and benefit package to maintain the
finest staff, JMarathon must tackle its general bargaining power.
5.3 Threat of substitutes
In the sector, the risk of substitute products has risen as businesses outside the sector have
started offering specific financial services that have traditionally been accessible. These
replacement services ' intrusion has cost JMarathon significant income.
JMarathon has responded with initiatives that include a division focusing on small
businesses.
31

32. 5.4 Bargaining power of buyers
The general negotiating power of consumers is an significant factor that influences the sector.
Individual customers, particularly in the marketplace, have comparatively little bargaining
power because the loss of any account has a minimal effect on the bottom line of the
company. In the aggregate, however, consumer bargaining power is greater because
JMarathon can not afford to endure massive defects.
5.5 Rivalry among existing competitors
JMarathon deals mainly with the problem of client negotiating power by expanding appealing
offers to prospective fresh customers. It also continuously strives to get current customers to
open extra accounts and sign up for extra services, which efficiently raises consumers '
switching costs by making transferring their services more difficult for them.
Industry competition is the strongest of Porter's five JMarathon forces. One of the
components of the sector which intensifies the significance of competition is the
comparatively small switching costs faced by customers, particularly in the fields of financial
services.
In the following respects, JMarathon deals with industry rivalry, trying to differentiate itself
mainly on the basis of its experience in the market place. It seeks to remain at the cutting
edge of providing comfort and low cost and cutting-edge services to the client.
32

33. Chapter 6
LEARNINGS
Working at JMarathon was my first job experience. These two months have been a good
experience. I have had prior knowledge about the digital space and social media marketing
and how advertising on Facebook and Google work but never had an industry experience on
this.
The hands on experience of social media marketing and lead generation was new to me. I had
bookish knowledge about it but to work on it was a totally new experience. It taught me that
patience is the key in marketing and a lot of hard work goes behind customer conversion and
closing a deal with a client.
In this summer internship I also learned how a good business communication can have an
impact on outsiders towards the company and how seriously people treat you when you are
good at it. It also helped me to improve my business communication skills.
Since I being a fresher without any clue about how the corporate world functions I learned a
lot about the company and how it functions. I got to understand the marketing strategies of
the company and made some suggestions which were appreciated in the company.
My work mainly consisted of Social media marketing (YouTube, Facebook, Instagram,
WhatsApp and Facebook messenger). Educating and advising individuals on investment
decisions, sale of financial product, follow ups and to close the deal. It also required me to
learn the importance of relationship between traders, market makers and clients.
This internship taught me some basics of stock market and few basic strategies that can be
used while trading.
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34. Chapter 7
CONCLUSION AND RECOMMENDATIONS
In JMarathon my role was basically to market their product which is an online video course
on trade markets which consists of Indian stock market as well as the forex market. The
marketing was mainly social media marketing and word of mouth through suggestions and
recommendations of the course through its benefits and what different JMarathon offers
from its competitors. However, I noticed that many people were confused about the course as
there were many options available online which were pretty similar. As JMarathon is a fairly
new company people had doubts about the authenticity of the product they were offering.
Some other reasons for not subscribing for the course that I learned during my internship
were the price of the course, lack of adequate guidance and availability of other better courses
online
1. Branding and Promotional activities.
2. Replicate Competitors product model. (eg. Motilal Oswal’s course on Trading).
3. Use new Social media platforms like Snapchat & Tinder.
4. Paid Retweet or Product review by influential Finance Guru.
5. Social Activities.
6. Tag Line.
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35. Chapter 8
REFERENCES
Company details:
Most of the data is taken from the company website
https://jmarathonadvisory.in/
Websites:
https://www.investopedia.com/articles/stocks/09/indian-stock-market.asp
https://www.digitalauthority.me/resources/financial-product-marketing
https://www.everfi.com/insights/blog/5-effective-financial-services-marketing-startegies/
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